What In-House Counsel Want: 2012 Newsletter-Issue 05

In This Issue

WEBINAR

Mid-Year Marketing Accelerator

Thursday, June 21 11:00 a.m. – 12:00 p.m. PDT

If you want to create the visibility and credibility that fuel revenue growth, join us for our upcoming webinar to learn what you can do NOW to get more out of your marketing for the next six months, and lay the groundwork for 2013.

We’ll discuss:

–Signposts to measure your success for the first-half of the year.

–What you can do to get more mileage from your current marketing activities.

What In-House Counsel Want

Editor’s Note: While this article focuses on attorneys, it is applicable to all professionals.

Among a law firm’s eternal questions are how to best market to in-house counsel. Because in-house counsel are clients of our clients, we are always seeking venues to hear firsthand perspectives on how to do this. What breaks through the barrage of material they receive and differentiates an attorney or law firm? What has motivated them to take the leap of faith required to give a lawyer their first chance doing work for the company? What then makes them willing to expand that share of the available work?

After hearing from a range of corporate counsel over the long term, I’m struck by several aspects. First, the core messages are essentially the same from venue to venue. Second, what the speakers advise outside counsel to do in terms of marketing and building relationships is really simple, straightforward and common sense if you think about it from a customer service perspective. This raises the question: If in-house counsel are talking about how these simple steps can differentiate you from your competition, why wouldn’t you start taking them? What an opportunity!

Social Media: A Marketing Minefield

Senior Account Manager Megan Braverman discusses the benefits and risks of using social media.

“Using social media is a terrific marketing opportunity available to all professionals. However, social networking can be a marketing minefield for companies exposing them to a variety of risks – to sharing confidential information, and copyright infringement, just to name a few.”

Recent Berbay Marketing & PR Projects

For a professional services firm, we presented “LinkedIn: Taking Your Profile to the Next Level.” Please contact us to learn more.

For an attorney who recently authored a book in her area of expertise, we obtained broadcast, print and online media opportunities, including CBS/KCAL9, LA Family and Consumer Reports.

For a professional association’s annual conference, we obtained media coverage in highly regarded industry publications.

For a professional marketing to lawyers, we scheduled a series of MCLE presentations in law firms.

About Berbay Marketing & PR

Berbay Marketing & PR is a marketing and public relations firm specializing in working with professional service providers including law firms, real estate, finance, accounting and other professional services businesses. We’re marketing and public relations specialists who take marketing “hows?” and turn them into “wow!” results.

Please visit www.berbay.com to read more about marketing your professional services. If you’d like more information about any of our marketing and public relations services, please call (310) 405-7345 or email berman@berbay.com.